Sydney Swans and Qatar Airways part ways after 10 years
End of an era: Qatar and the Sydney Swans end deal after 10 years
Qatar Airways has quietly ended its partnership with the Sydney Swans after nearly a decade as the AFL club’s official airline partner.
The Middle Eastern airline joined the Australian sports sponsorship scene following rivals Emirates and Etihad, signing an initial three-year deal with the Sydney Swans in August 2016, which was renewed several times, most recently in 2023.
The deal, understood to be worth A$700,000 a year, gave Qatar Airways prominent branding at Sydney Swans home games and training, while supporters could access special offers and giveaways throughout the seasons.
It also included a 2023 trip taking players to Doha, which was turned into a three-part Youtube series that concluded in January 2025.
A spokesperson for the Swans confirmed the partnership concluded at the end of the 2025 season and the contract was not renewed.
“Qatar Airways was a premier partner of the Sydney Swans for the past decade,” the spokesperson said.
“During this period, Qatar Airways created incredible opportunities for our members and fans. That sponsorship came to a conclusion at the end of 2025, and we are currently contemplating what 2026 might look like.”
Mumbrella understands that the airline’s logo was removed from the AFL team’s website during the off‑season following the Grand Final on September 27 2025 between Geelong and Brisbane.
Qatar Airways was also contacted for comment by Mumbrella.
As of last year, the Sydney Swans remain the most-supported AFL team in Australia, with 1.2 million fans, according to Roy Morgan, and headline sponsors including QBE, Realestate.com.au, and Volkswagen.
Yesterday, the Sydney Swans yesterday celebrated their 40-year partnership with QBE, the club’s longest-serving brand partner, marking one of the longest-running sponsorships in Australian sporting history.
The anniversary will be celebrated throughout the 2026 AFL and AFLW seasons with a series of fan initiatives.
